Senior Director of Product, Engagement at HelloFresh · Berlin

Senior Director of Product, Engagement (f/m/x)
About the Role
HelloFresh has spent nearly fifteen years perfecting the home cooking experience, and is now extending that expertise beyond the weekly meal kit to become a daily kitchen companion for any home cook — from the first scroll of inspiration to the moment you plate your meal. You will lead the Engagement tribe, which focuses on deepening customers' relationships with our brands, is the driving force behind this shift. It's a highly visible mandate with sustained attention from senior leadership.
The tribe's work spans three connected domains, each driving a distinct part of our growth engine. For the daily Discovery and Cooking Experience, our goal is habit formation. We are building a large, top-of-funnel audience by ensuring the HelloFresh app supports users through every step of getting a weeknight dinner on the table, regardless of whether they're ordering our meal kits. In parallel, our Loyalty and Referral domains are focused on direct, immediate commercial impact. A modern loyalty program deepens our relationship with subscribers to directly increase retention and lifetime value, while viral mechanics turn our most enthusiastic users into our most efficient acquisition channel.
You will own the vision and multi-year strategy across these domains, but your mandate is also to set a new standard for how we build AI-enabled products and how our teams operate. The job is as much about growing the PMs around you and raising the bar of the practice as it is about the strategy itself.
What You'll Do
Own the product vision, strategy, and roadmap across the tribe's full surface area: the daily discovery and cooking experience, loyalty, referrals, and other viral mechanics that drive organic growth.
Lead, coach, and grow a team of ~4 Directors and Associate Directors and their respective squads (including Principal PMs), meeting each where they are and raising the standard of product thinking, experimentation, and execution across the tribe.
Manage a hybrid operating environment: you will guide traditional squads delivering core product value, while simultaneously directing a specialized "startup" squad mandated to break existing processes, pioneer AI-enabled workflows, and act as a rapid-iteration incubator.
Set the prioritization framework that balances the milestones moving the business near-term against the bets that pay off over a longer horizon
Own the tribe's key results across a diverse funnel: daily active users and habit formation (top-of-funnel discovery), increased LTV and retention (loyalty), and direct conversions (referral-driven acquisition). You will build the metric framework that connects these varied customer behaviors to concrete commercial outcomes.
Partner with the tribe's engineering and design leadership as a true peer, jointly owning what gets built and how the teams deliver
Work hand-in-hand with marketing and CRM on program communications, reward economics, and commercial strategy, and own external vendor relationships where they exist — evaluating partnerships continuously and deciding where we build versus buy
Act as the strategic sparring partner for senior and C-level leadership, communicating direction, defending tradeoffs, and owning the results — these products get weekly executive attention
Set the tone on how the tribe works: fast, iterative, experiment-first. We ship a small version in a week and learn, rather than spending a quarter on a plan before anything is real
What You'll Bring
A track record of building B2C products at scale and the teams that build them — you've managed and developed product managers
Experience leading a scaled organization of product managers and the cross-functional teams around them
Experience in food, or in another category people feel a genuine personal connection to — the kind of product people choose because they love it, not because they have to
Customer-obsessed product taste and judgment: you start from customer behavior rather than leading with technology alone, forming a clear point of view and making confident calls without waiting for perfect data.
A bias toward iterative delivery, quick decisions, and short timelines
Executive presence: you're comfortable presenting to C-level stakeholders, holding your own with tough senior leadership, defending strategic tradeoffs, and operating at that level of visibility
Experience working with marketing and CRM counterparts as close collaborators
Fluency in modern AI capabilities: you know how to leverage AI to accelerate your team's workflow, and you can identify high-leverage opportunities to integrate AI into the customer experience. We are looking for a leader to set the benchmark for the rest of the company.
Experience with loyalty, rewards, referrals, or engagement programs is a strong plus, but not a requirement
What We Offer
Compensation & Financial Wellbeing
You’ll receive a competitive salary package, including a HelloFresh-subsidized pension scheme.
Enjoy savings on your weekly HelloFresh box.
Save with discount schemes with corporate benefits and Vorteile.
Health & Wellbeing
Support your mental wellbeing with access to platforms like Headspace and Spill.
Stay active with 24/7 office gym access, a discounted Urban Sports Club membership, and other wellbeing resources.
Flexibility & Work-Life
Balance your life with our flexible hybrid model.
Recharge with sabbatical leave options in addition to standard time off.
Get to work with ease through sustainable travel perks and transportation benefits.
Career & Development
Embrace "Learning Never Stops" with internal training, the HelloFresh Academy, and a dedicated budget for German language courses.
Culture & Environment
Enjoy tasty in-office meal deals and fresh food options.
We support working families with parent-friendly policies, an in-office kids corner, and an on-site babysitter.